Cry, Laugh, or Fight: The Impact of the Advertising Image and Disease Target Match on Consumers’ Evaluations of Cancer Advertising
Article first published online: 25 FEB 2013
© 2013 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 30, Issue 4, pages 318–331, April 2013
How to Cite
Taylor, K. A. and Knibb, J. N. (2013), Cry, Laugh, or Fight: The Impact of the Advertising Image and Disease Target Match on Consumers’ Evaluations of Cancer Advertising. Psychol. Mark., 30: 318–331. doi: 10.1002/mar.20608
- Issue published online: 25 FEB 2013
- Article first published online: 25 FEB 2013
- Florida International University's College of Business Administration
- Macy's Foundation
Cancer detection and treatment is now a huge part of the health care system, and many cancer charities and organizations advertise heavily in various media. However, from pink ribbons to yellow wristbands, marketing spending and imagery are vastly different between diseases that primarily affect men and those that primarily affect women. Yet, the ways in which consumers react to specific marketing images when used in cancer-related advertising, and the importance of the congruence between the disease and the ad image have been under-researched. This paper explores these research questions in two studies and finds significant differences in ad evaluations by image and gender of the disease target.